In an increasingly competitive and crowded retail and services market, local merchants must distinguish themselves from companies around the world to draw customers.
Business consultant Jon Schallert is bringing 30 years of experience of how to help small business owners stand out to four stops across Wyoming April 30 – May 3 as part of a tour arranged by Wyoming Main Street, a downtown revitalization program of the Wyoming Business Council.
“Traditionally, people market to their local area, within 15 minutes, but the problem is that, in today’s economy, you need more,” Schallert said. “Wal-Mart’s not the problem anymore, and if owners are still thinking ‘my differentiation starts in my marketplace, in my shopping center, in my small town,’ they’re competing against the wrong competitors and their strategy is shortsighted.”
Workshop participants will learn how to get customers to see their business differently from the moment they walk in the door, how to use specific marketing tools with measurable return on investment, how to create a stronger social media presence and how to create free publicity opportunities.
Schallert begins his tour at the historic roundhouse in Evanston April 30. The tour continues at the historic Depot in Laramie May 1, the county fairgrounds 4H building in Wheatland May 2 and the George Amos Memorial Building in Gillette May 3. Each event begins at 8 a.m. with a three-hour workshop, followed by lunch and a marketing roundtable and question and answer session.
Schallert has developed a 14-step strategy to, first, help businesses define what makes them different and how to magnify those differences. Second, he shows companies how to get that message out to the world.
He developed his method during a decade of work with Hallmark, where the company rolled his ideas of how to create a consumer destination to 5,200 stores nationally. In his time as a consultant, he’s spoken to 10,000 entrepreneurs, always with a trusty tape recorder in hand to glean advice, tips and lessons from the most successful business owners he encountered.
“It took a few years, but I began to see the process and I connected the dots between thousands of business owners and what they all did to be a success no matter where their business was located,” Schallert said.
For more information, visit wyomingbusiness.org/schallert.